Purpose
To establish a process for securing earned visibility through PR outreach, media features, and guest spotlight opportunities.
This ensures brands gain third-party credibility, wider reach, and thought leadership positioning beyond owned channels.
Scope
- Applies to all industries (B2B SaaS, B2C services, retail, etc.).
- Used by Marketing Managers, PR Specialists, and Founders/Leadership Teams.
- Channels: press releases, media publications, interviews, guest columns, podcasts, awards, industry features.
Objectives
- Identify PR/media opportunities aligned with ICP personas.
- Craft authority-driven, non-promotional narratives.
- Build long-term relationships with journalists, editors, and media partners.
- Leverage each spotlight across multiple channels (distribution + repurposing).
Step-by-Step Guide
Step 1 – Identify Media & PR Opportunities
- Create a PR Opportunity Tracker with: publication name, audience fit, editor contact, relevance to ICP, domain authority.
- Sources:
- Industry magazines & websites (e.g., TechCrunch for SaaS, Lifestyle blogs for B2C).
- Local/niche media (regional press, city magazines).
- Podcasts and YouTube shows with ICP audiences.
- Industry award listings and conference speaker slots.
Step 2 – Define Story Angles
Anchor in Messaging Pillars (EPIC 1 – Doc 3) + Story Framework (EPIC 3 – Doc 3).
| Story Type | Angle | Example (B2B SaaS) | Example (B2C Service) |
| Founder Story | Origin, motivation, values | “Ex-CTO builds AI onboarding tool to fight churn” | “New mom builds premium cleaning service for family safety” |
| Customer Impact Story | Proof of outcomes | “How a SaaS cut churn by 30% with automation” | “200+ families gained peace of mind with verified cleaners” |
| Innovation Story | Product differentiation | “AI-led SaaS onboarding: The future of product adoption” | “Eco-cleaning: Safe homes, safe planet” |
| Vision Story | Future outlook | “Why onboarding is the next growth engine for SaaS” | “How homes of tomorrow will be toxin-free” |
Step 3 – Craft Media Kits
- Press Release Template: Problem → Solution → Proof → Quote → CTA.
- Founder Bio & Headshot.
- Company Fact Sheet: Vision, milestones, ICP, services.
- Case Studies / Testimonials (as proof points).
Step 4 – Outreach Process
- Research journalist/editor interests (articles they’ve written).
- Personalize pitch (tie story to their audience).
- Provide exclusive angle or data when possible.
- Follow up: once after 5–7 days → close loop if no response.
Step 5 – Post-Spotlight Amplification
- Share published feature on owned channels:
- Website (Press/Media page).
- LinkedIn/Instagram posts with quotes & article link.
- Email newsletters → “We’ve been featured!”
- Repurpose into social snippets, quote graphics, video explainers (Doc 7 – Repurposing Framework).
Do’s & Don’ts
Do’s
- Anchor every pitch in audience value, not self-promotion.
- Offer data, insights, or case studies to strengthen credibility.
- Keep stories short, punchy, and journalist-friendly.
- Build relationships with ongoing value-sharing (not only when you want coverage).
Don’ts
- Don’t blast generic press releases to mass lists.
- Don’t pitch irrelevant stories (e.g., SaaS story to lifestyle magazine).
- Don’t overuse “we are the best” claims — let proof talk.
- Don’t ignore follow-up amplification — visibility is wasted if not shared further.
Example Application
- B2B SaaS Client:
- Press release on new feature → pitched to TechCrunch + SaaStr blog.
- Guest column: “The Future of AI in SaaS Onboarding” → repurposed into LinkedIn post series.
- B2C Cleaning Service Client:
- Founder story pitched to local lifestyle magazine.
- Safety checklist guest article in regional parenting blog.
- Podcast interview repurposed into Instagram reels.